| Abstrakt: |
The development of information technology in the era of the industrial revolution 4.0 is very rapid, information technology infrastructure can be developed to support platforms in various business sectors, and the role and concept of managing relationships between companies and customers related to marketing, sales, and service business processes are the business focus for companies, so it is necessary to look for factors, indicators that affect competitive advantage in order to build an evaluation model in implementing an effective and efficient Customer Relationship Management system to increase customer loyalty and satisfaction. This research was conducted through interviews and distributing questionnaires to various respondents who were users of company products or customers the analytical method for data processing used factor analysis methods and regression analysis was used to produce mathematical models. The results obtained are a number of new factors formed from a number of indicators that make up these factors so that an ideal evaluation model can be built. It is concluded that the factors related to the evaluation of the implementation of electronic marketing are Customer Service Experience, Customer Experience Value, Business Value Proposition, Product Development, and Communication Core, and Lack of Services and Supply, and through these factors, an implementation model can be built to appropriate and optimum electronic marketing in competitive advantage. [ABSTRACT FROM AUTHOR] |
